When Duolingo launched in 2012, the language-learning app became the poster child of gamification. The app is shameless and magnificent in its efforts to get users hooked on lessons with streaks, leaderboards, and timed challenges.
Many users — including me and my 1300-plus day streak — fell for Duolingo’s cartoon mascots and bizarre social media posts. The company has never been afraid to be belligerent in tone; Duo the owl is cute, but Duolingo has adopted a successful strategy of not coddling its users. The app regularly sends me push notifications from my own boyfriend begging me not to let us “break up” (our friend streak). Look, it doesn’t not work.
But this spring, Duolingo had a huge messaging misfire over AI adoption, and brought a lot more users close…